How These Britney Spears–Approved Toilet Paper Earrings Went Viral (Again) (2022)

For almost any brand, having a famous celebrity endorse its product is a dream come true. And if they are lucky, it will happen more than once.

So is Licia Young, who has run her own jewelry business since 1990, when she was 14 years old. While pieces from LiciaYoung Studios are typically characterized by beautiful gemstones and metals, one collection in particular has garnered recurring headlines: the TP collection, with hand-beaded earrings and necklaces designed to look like tiny rolls of toilet paper.

Most recently, the earrings were endorsed by Britney Spears, who posted a photo of them on Instagram with the caption “Pearl baby toilet paper !!! I think I’ve upgraded 😂”

Everything surprised Licia. “I noticed several transactions happening one after the other and looked around,” he said. Some friends told him it was actually Britney’s boost.

This is not the first time Licia’s earrings have gone viral. Almost a decade ago, Reader’s Digest asked to run a photo of the earrings and from there it was displayed The Tonight Show with Jay Leno. That, Licia said, led to “a huge amount of sales.” “There isn’t any mention of the name, but people still find me, because the product is uniquely searchable,” he said.

Then, in 2017, actress Jameela Jamil wore it to the American Film Institute awards rehearsal dinner, then again to visit Conan O’Brien.

“I have learned she uses her platform as a way to empower women and become a human rights activist,” Licia said. “It makes me happy to be surrounded by strong individuals who strive to make the world a better place and show others they can too.”

One of Licia’s biggest years is coming in 2020. (You can probably guess why.) The earrings went viral on Facebook and Instagram, thanks to the pandemic-induced toilet paper shortage.

“I earned my regular annual business income within a day. It went so viral that I hired 12 friends and taught them how to weave beads for me,” she said.

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The revelation led Poo-Pourri, a bathroom spray brand, to team up with her for a joint giveaway on Instagram. Plus, a Fox News anchor wore an earring on air.

Also in 2020, Licia’s earrings were shared by YouTube creator Brandon Farris? Licia and Brandon continue their relationship, and Licia uses the glitter she once featured in a YouTube video, to create a jewelry collection called Glitter4Good.

Having gone viral so many times, you’d think Licia might have a playbook to handle it. But he says it’s not that simple. In Britney’s case, it brought attention but not the biggest increase in her sales.

“Static Instagram posts generate a lot of likes and a lot of comments, but when it comes to actually convincing people to buy, it’s not that easy,” says Licia. “His endorsement generated about 20 transactions across my website.”

Going viral is very exciting, but viral moments are fleeting. When asked how to capitalize on that buzz for the long term, Licia says it’s very difficult.

“Viral is temporary. It can give a momentary boost and some people will be interested enough to subscribe to the newsletter, but over the past 33 years, I have found that the best way to grow is slowly, for lasting impact,” he said. said.

For Licia, that means working hard on her own marketing and social media and forming long-lasting partnerships, like the one she has with Brandon Farris.

However, every viral moment means a boost to organic marketing and a new influx of potential customers to cultivate. Viral fame may be unpredictable, but for small businesses it can be a much-needed reminder to fans of their product that they may have far and wide.

source: https://www.shopify.co.id/blog/britney-spears-toilet-paper-earrings